Consumer Satisfaction and Switching Behavior in Indonesia's Digital Shopping Era

Latifa Fauzany Dzuhry, Muhammad Fawaiz, Theresye Yoanyta Octora, Sugiyanto Sugiyanto

Abstract


A market is where more than one seller sells and buys goods in shopping centers such as conventional markets, shops, shopping centers, and trade centers. The Market is experiencing a digital revolution, which means that transactions between sellers and buyers use digital technology. This allows customers to switch from conventional shopping to online shopping. Using quantitative description, this research investigates the population of consumers who shop for necessities such as meat, vegetables, and fruit. The sampling technique used is purposive sampling with a sample size of 116 respondents. The analytical tool is the structural equation model (SEM PLS 4). This research will conduct validity and reliability tests, then conduct regression tests to determine the influence between variables and test hypotheses so that the impact of brand image on customer satisfaction, brand image on Customer switching behavior, and customer satisfaction on Customer switching behavior can be answered. It can be concluded that Brand Image has no influence on Customer Switching Behavior, as many customers still prefer to shop in person

Keywords


Brand Image, Customer Switching Behavior, Customer Satisfaction, Marketplace, Online Shopping

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References


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DOI: https://doi.org/10.25292/atlr.v7i0.669

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Advances in Transportation and Logistics Research

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